A new study by marketing firm Sumpto reported on by eMarketer and Mashable found 77 percent of college students (18-24 years old) who use media access Snapchat at least once per day. Daily Twitter use landed a distant second at 46 percent of respondents, 11 percent posted daily to Facebook, and just 10 percent used Instagram daily.
The study included some not-so-surprising information — for example, most college students use Snapchat on Friday and Saturday evenings. The most popular Snapchat use case was “creativity” (37%), followed by “Keeping in touch” (27%) and “easier than texting” (23%). The largest percentage of respondents (35 percent) viewed Snapchat as the social network where they had the most privacy, compared with just 20 percent for Facebook.
Almost half (43%) of college-age users said they would open a Snap from a brand they’d never heard of, and 73% said they would open one from a brand they did know. Close to 70% of students said they’d even add a brand as a friend if they also followed them on a separate social network like Facebook or Twitter.